You have years of experience.
You have a nice office.
You have a strong track record of success.
You will fight for your client.
What makes you different?
As you market your firm, you need to communicate what makes you different from your many competitors. Keep in mind that before someone chooses to hire you, they have to choose to contact you. Your marketing should give them reasons to do that. Focus on your competitive advantages, then tell the world why you stand out.
We always remind our clients that they will never know why someone didn’t contact them. Maybe they didn’t like the website. Maybe the phone number in your radio ad was too complicated. Maybe they saw negative reviews on Avvo. Whatever the reason, the lost client has no reason to take time and explain how you lost their business.
Instead, tell them exactly why they should contact you. Here are some potential advantages you should broadcast to the world:
Whatever makes you stand out from the competition is a necessity to communicate. Never assume people know about you. The items above are reasons to contact you. They matter for very important and material reasons because they can help win a case. Many of them also speak to having great customer service. Firms that treat clients badly aren’t around for very long. The level of service you provide will reinforce the brand you presented in your marketing.
Communicating your competitive advantage will lead to phone calls and emails. Now the hard work begins: meeting expectations. Your level of service is another way to stand out from your competitors. Beyond capturing new clients, it can help you retain current clients.
Analyze the client experience with your firm:
Don’t lose business because it was taken for granted. Clients always have a choice for their next attorney. Work with your ad agency to ensure that you are communicating your competitive advantages, and finding ways to make your law firm stand out. Once you have earned a call, put the time and effort into retaining more business and earning testimonials that can be used in future marketing. Small investments now can lead to large returns in the future.
Arkside Marketing is one of the top law firm branding agencies. We are a full-service ad agency, specializing in heavily regulated industries such as law firms, car dealerships, and hospitals. If you would like a complimentary analysis of your current marketing efforts, please contact us today to schedule an appointment. We can come to your office or conduct the analysis online via Skype, Google Hangouts, or Join.me.
We have said it before and we will say it again: advertising works.
As this example illustrates, it works so well that two law firms have gone to court over who can advertise the most!
Beginning in 2012, Lundy Law, L.L.P., a personal injury law firm, purchased all of the bus advertising in Philadelphia. Their competitor, Pitt & Associates, went to court claiming Lundy had violated antitrust restrictions by locking out all other advertisers. The judge disagreed because Pitt and other competitors had alternative media in which to advertise. In Pitt’s view, that wasn’t enough.
The firm says the medium is so effective that Lundy paid $435,000 to advertise exclusively on SEPTA buses during 2012, almost 10 times the rate that Pitt paid when it advertised on SEPTA buses from 2008 to 2011.
The firm maintained in court documents that it received hundreds of referrals during that time. It said that the number of referrals dropped precipitously in 2012 and 2013, after Lundy took over the advertising spot.
Law firms can successfully generate “hundreds of referrals” via traditional advertising such as outdoor and transit. It is important to align not only your message with your clients, but also your media. Place your ads where your potential clients spend their time. In this case, both personal injury law firms have also made important investments in their brands and reputation. Lundy Law saw these results as so valuable, they spent nearly half a million dollars. Their competitors saw these results as so valuable, they went to court.
Cardinal sin of advertising: racism.
Divine blessing of advertising: a good ad agency.
The law firm of McCutcheon & Hammer seems to be the unfortunate victims of advertising that they didn’t want. According to them, they didn’t even pay for it. Or ask for it. A commercial production company created the offensive ad below using a horrible Asian stereotype character and it was uploaded to the firm’s YouTube channel. Check it out below (on the production company’s YouTube channel) and then scroll down for updates since the video was discovered last week.
Things got weird once the video went viral. The law firm claimed that it never commissioned the video and that their YouTube channel was hacked. It is a fair assumption that a local TV production company doesn’t have the ability to “hack” YouTube (which is owned and secured by Google). So let’s assume the law firm is using some legalese and hinging the accuracy of their statement on the first part of the statement. They never commissioned this particular video and, therefore, never authorized it being uploaded to YouTube.
Since both sides make opposing claims and the ad involves a very derogatory portrayal of Asians, the Natiaonl Asian Pacific American Bar Association has looked into the situation and made some odd discoveries:
1) Neither party is willing to produce documentation to support their claim.
2) Neither party is eliminating the idea that someone pretending to work for the law firm is responsible. (If this is true, the production company is disastrously negligent in their client authorization process!)
3) The video is still online.
4) The law firm has not followed through with any threat to sue the production company.
5) This is still very bad PR for the law firm and production company.
All that said, the judgment on this one is bad all the way around. The production company makes junk, and racist junk at that. The law firm has done terrible damage control. If this were professionally handled at the onset, it would have been cleanly wrapped up and the reputation of the firm would still be in tact. Such is not the case today.